About the Client
A U.S.-based full-service marketing and creative agency reached out to Nexus while developing a global brand positioning campaign for a Fortune 500 consumer electronics client. The campaign was intended to launch across three continents and target both digital-native Gen Z buyers and traditional retail customers. To build a meaningful and locally relevant creative strategy, the agency needed to deeply understand how different customer segments were thinking, buying, and interacting with technology in 2024.
The Challenge
Generic Research Wasn’t Enough
The agency had access to third-party reports and broad consumer trend decks but needed something more specific: firsthand insight from real people on how technology was being used and how brand perceptions differed across regions and age groups.
Tight Deadlines & Global Complexity
With creative deadlines looming, they needed to move fast across multiple regions, including North America, Southeast Asia, and Western Europe, without losing quality or local nuance.
Our Approach
Sourcing Real Users & Cultural Insiders
We recruited and vetted 40+ individuals, including Gen Z tech consumers, electronics retail specialists, digital lifestyle influencers, and local cultural consultants across 6 countries. Every expert had current, relevant experience with either the product category or target demographic.
20+ Structured Interviews Across Markets
We facilitated 1-on-1 qualitative interviews exploring emotional brand drivers, product language resonance, tech adoption behaviors, and cultural nuances in purchasing decisions. We also explored reactions to early messaging concepts and campaign themes.
Localized Insight Capture
Our moderators adapted discussion flows by market, ensuring feedback wasn’t lost in translation. We worked closely with the agency’s strategy team to feed in insights that could inform copy, tone, and visual direction.
Creative-Friendly Output Format
We delivered a summary deck that translated insights into creative cues: what messaging landed, what didn’t, how tone differed by market, and what themes could unify the campaign without sounding generic.
Results & Impact
In just under 3 weeks, the agency:
- Refined the brand’s core messaging pillars based on real user language and emotional drivers.
- Uncovered key differences in trust and innovation perceptions between U.S. and APAC audiences.
- Dropped one early campaign angle after learning it lacked cultural relevance in 4 of 6 test markets.
- Delivered the campaign pitch with full confidence, earning client approval in the first round.
The agency has since partnered with Nexus on additional creative strategy projects when speed, depth, and cultural accuracy are critical to a campaign’s success.
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